Strategy & story.
Built from scratch.↓

Took complete ownership of the visual environment at CPHI Korea. Designed the floor flow so visitors could move through the event intuitively, experiencing maximum exposure without backtracking. Produced every piece: ceiling banners, function room graphics, small directional signages, DID screens, outdoor advertising, and exhibitor brochures. Removed the dependency on outside agencies.

CPHI Korea had no LinkedIn presence. I defined the brand voice for an international B2B pharma audience, built the editorial calendar, and wrote and designed all posts in English, with no paid promotion. Tracked performance weekly to optimise toward what drove registrations, not just reach.

For 12 media partnerships across Korean and global pharma channels, I audited each outlet's readership and built distinct creatives per audience: pharmaceutical-focused for generalist channels, bio-focused for bioprocessing media, nutraceutical-led for ingredient channels. Deliverables included digital banners and print magazine pages. Same event, different story for each reader. Tracked referral performance via Google Analytics to identify the highest-converting channels.

Took ownership of all press communication for CPHI Korea. Managed ongoing relationships with media partners and journalists, coordinating the right information to the right outlets at the right moment in the event cycle. Timed press releases to maximise pre-event visibility and wrote bilingual (KR/EN) releases that gave editors what they needed without follow-up. Ran the press room onsite, ensuring journalists had access, materials, and direct lines to the team. The result: more consistent, higher-quality coverage that reflected the event's actual scale.

Took over the B2B matchmaking platform: customised the back-end styling to align with the brand identity, and created bilingual (KR/EN) PPT manuals for exhibitors and visitors so they could navigate independently. A branded, well-documented platform reduces friction and builds trust, and that trust carries back to the event itself.

Took full ownership of onsite interview and media production. Decided which exhibitors to interview, built the question framework, and maintained relationships with them throughout the event to ensure a smooth shoot. Collaborated closely with the film team on-the-day, giving vendors clear scene-by-scene guidelines on which sessions, moments, and angles to capture. Actively reviewed footage to assess which lines and sequences to carry into the official highlight video. All visual output, photo and film, directed under a single creative brief.